How do you brand an entire country?
It’s all very well being charged with organisations which countries attracted to its wholesome,
marketing a new product, but what they considered to be good at outdoorsy lifestyle and beautiful,
about being asked to market an destination branding. unspoilt scenery.
entire country - coming up with a
brand that entices people to step New Zealand won the race, way The campaign also plays on the
out of their comfort zone and visit a ahead of India, Spain, Australia, Maori heritage and New Zealand’s
new place has got to be one of the Dubai and Ireland. healthy, family focused atmosphere.
toughest challenges out there - and
the bods at Tourism New Zealand The 100% Pure New Zealand Tourism New Zealand Chief
that came up with the ‘100 per cent campaign, which was launched in Executive George Hickton
Pure New Zealand’ slogan have 1999, is used in all New Zealand’s said the result was a ‘fantastic
done themselves proud, topping an key markets for trade and reinforcement’ of the effort and
international branding survey... consumer events, advertising perseverance that had gone into
and marketing. building the 100 per cent Pure
The United Nations World Tourism New Zealand brand.
Organisation and European Travel The ‘Pure’ campaign has been a
Commission published the survey boom for New Zealand, enticing
Source: TheMoveChannel.com
which asked 165 national tourism hoards of tourists to the country,
Return of the First Time Buyer
People looking for mortgage advice who are accurately represent people buying their
concerned about the state of the housing market first property.
may be interested in the comments of one expert.
“[The number of] first-time buyers – which they
The National Association of Estate Agents (NAEA)
said was noticeably absent – has increased,”
has stated property in the UK is on the way to
he remarked.
recovery, which may be good news for first-time
buyers. Gary Smith, president of the organisation,
His assertions correlate with a recent study
explained values are already improving, which
from the Council of Mortgage Lenders, which
bodes well for the industry’s recovery. His
revealed the number of people who had their
comments came in response to a recent Ernst and
first mortgage approved increased by 22 per
Young report which suggested house prices would
cent in September, compared to July this year.
not see resurgence for another five years. FirstRungNow.com - how to buy a house, from
“I wouldn’t have said it was going to be that
finding your first flat or first house, first time
long because prices are already recovering,”
buyer mortgages, shared ownership, buying
he commented.
with friends, gifted deposit, part buy part rent -
all a first time buyer could possibly need.
One issue in particular that Mr Smith found a
problem with was the fact that the report did not
Source: www.firstrungnow.com
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